What is brand value? How to treat value orientation

What is a brand? "Brand is a complex symbol, which is the intangible sum of brand attributes, name, packaging, price, history, reputation and advertising methods. Brands are also defined by consumers' impressions of their use and their own experiences. "-David Gylfi.

In a rapidly changing world, brands have a rare and stable quality, that is, a real international language-a commercial esperanto. A brand has a special temperament to attract consumers, which is its image, concept, taste and spirit. The accumulation of brand value needs to start with shaping a good brand image, which is the core of brand management. Brand image not only refers to the materialized image of product's function, quality, name, trademark and logo, but also includes a certain style that is "soaked" in the brand and recognized and accepted by the general public. Brand image has an important influence on the development of consumer brand emotion. Brand image is far more than a picture or a logo, but all the associations inspired by this picture or logo in consumers' minds, and these associations are the real value of brand emotion.

If an enterprise wants to effectively convey its core identity and values to consumers, it needs to establish a value proposition, and all communication and marketing activities of the enterprise must be carried out around the value proposition. At present, the homogenization of products is becoming more and more serious, and the key is to find benefits different from or even better than similar products.

The establishment and application of brand core value can effectively shape brand image and play an important role in the accumulation of brand value and the leap-forward promotion of sales.